Consumer

Levi Partners With Beyoncé in Exclusive Ad Campaign

Levi’s President and CEO Michelle Gass joins Caroline Hyde and Ed Ludlow days after the company reported earnings. She discusses the impact from Beyoncé naming a song after Levi’s, and how the company is not planning on leaving San Francisco anytime soon. She speaks on “Bloomberg Technology.”Source: Bloomberg

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By Julia Fanzeres

September 30, 2024 at 12:15 PM UTC

This article is for subscribers only.

Levi Strauss & Co. has teamed up with Beyoncé in a series of ads capitalizing on the buzz generated after the global pop icon released a song on the hit album “Cowboy Carter” with the denim-maker’s name.

The campaign will recreate some of the brand’s most memorable advertisements. The first one released was “Launderette,” where Beyoncé takes off her jeans and throws them in the wash, similar to a 1985 ad. The campaign will also include social media and exclusive products.